A purpose of this study is effects of mid-low price tourist hotel''s service
quality on customer satisfaction, customer trust and intention to revisit aimed to
stay the hotel. There is object to provide useful information and suggest advisable
way to domestic mid-low price tourist hotels for gaining guest satisfaction and
confidence. Concept defines by examining theoretical background about mid-low
tourist hotel, service quality, customer satisfaction, customer trust and intetion to
revisit based on literature reviewing
In addition to it, influencing relationship is inquired through drawing survey
inquiries after map out research model for empirical study. To this end, research
based on survey method is accomplished with mid-low tourist hotels'' guests in
Seoul and Gyeonggi-do Province (including Incheon) for 10 weeks from May, 14th,
2018. 478 copies were returned. 465 of them is used to analysis of actual proof
excluding insincerity 13. Summery of results of this study is below.
Hypothesis 1. Service quality of mid-low price tourist hotel significantly effect
on customer satisfaction. It identifies by reliability, materiality and responsiveness.
Therefore, all hypothesis is selected since customer satisfaction is increased as
they aware more reliability, materiality and responsiveness of service quality.
Hypothesis 2. Reliability and responsiveness of mid-low price tourist hotel''s
service quality effect on guest trust while materiality does not.
Thus, hypothesis 2-1 and responsiveness of mid-low price tourist effect on
customer trust. Hypothesis 2-3 is taken up. However hypothesis 2-3, materiality
effects on customer trust is rejected. Hypothesis 3. Customer satisfaction of
mid-low price tourist hotel effects on customer trust is identified. Higher level of
customer satisfaction gives higher customer trust. It effects positively therefore
this hypothesis is selected. Hypothesis 4. Customer satisfaction of mid-low price
tourist hotel results intention to revisit. It does therefore, this hypothesis is
accepted. Hypothesis 5. Customer trust of mid-low price tourist hotel results
intention to revisit. It does therefore, this hypothesis is chosen. Hypothesis 6.
Service quality of mid-low price tourist hotel effects intention to revisit. As result
of verification, it seems improbable that all reliability, materiality and
responsiveness directly effects on intention to revisit.
Collectively, the results service quality factors of mid-low price tourist hotel,
reliability, materiality and responsiveness do not directly effect on intention to
revisit. Rather than that, customer satisfaction and trust more effect on intention
to revisit. Therefore, reliability and responsiveness of service quality factors of
mid-low price tourist hotel effect on intention to revisit through medium of
customer satisfaction and trust. Also it effects on intention to revisit through a
carrier of customer satisfaction → customer trust. Materiality of service quality
factors of mid-low price tourist hotel influences on intention to revisit through
customer satisfaction medium. It also affect intention to revisit with carrier of
customer satisfaction → customer trust. Here are implications as a positive
analysis result. First theoretical implication is that it is meaningless to suggest
specific factors and to approach academically due to lack of studies about service
quality of mid-low price tourist hotels while studies about 5 star hotel, high end
hotels and service quality are plenty.
Second, this study considers that service quality impacts on customer
satisfaction, customer trust and intention to revisit among guests of mid-low price
tourist hotel. As a result, there are significant differences. Therefore, further
systematic study about service quality management for mid-low price tourist hotel
should be accomplished. Because it is differ to influence customer satisfaction,
customer trust and intention to revisit by service quality variable.
As a practical implication, guests feel high level of service quality when they
satisfy with all reliability, materiality and responsiveness of mid-low price tourist
hotel. It is ascertainable that service quality management is the factor to affect
intention to revisit connect to customer satisfaction and customer trust Therefore
management of reliability, materiality and responsiveness which meaningfully effect
on customer satisfaction among mid-low price tourist hotel is necessary.
Therefore, managing and developing reservation system that allow to keep
promise with customers tops that list. It seems managing materiality can express
hotel character such as interior, uniform and equipment is needed.
In addition to it, manualize service procedure for resolving customers needs
directly helps improving service quality of mid-low price tourist hotel.
Supplement current service manual and provide systematic training program to
employees will enhance customer satisfaction and royalty base on the positive
analysis result of this study. A keen interest and endeavor is consistently needed
task. To have competitiveness in mid-low price tourist hotel industry, well deal
with customer''s changes and figure out their consuming motivation. It will allow
new target market and contribute to plan marketing strategy.